BrandArena: Royal Philips Unveiled New Brand Positioning And New Design Of Philips Shield

Tuesday 19 November 2013

Royal Philips Unveiled New Brand Positioning And New Design Of Philips Shield

Royal Philips today shared its new brand positioning, which builds on the company’s heritage of creating innovations that matter to people. As part of its new positioning Philips introduced the new brand line “innovation and you”, which is rooted in Philips’ strong belief that innovation is only meaningful if it delivers on people’s unmet needs and desires.

At the same time the company presented a new design of its well-known shield on the fa├žade of the company’s headquarters in Amsterdam.

“Innovation has been in our DNA since we introduced our first light bulb more than hundred twenty years ago”, said Philips Chief Executive Officer Frans van Houten. “We believe that the new brand positioning much better reflects Philips’ mission to improve people’s lives through meaningful innovation.

"As a technology company, our commitment is to deliver innovation that will drive our future growth and matters to people. We will make healthcare more affordable and accessible through innovation. Our energy-efficient LED lighting solutions will improve people’s wellbeing and make the world more sustainable. Our locally relevant consumer appliances and services will improve people’s lifestyle, health and wellbeing. This is what our brand stands for.”

The brand positioning the company announced today is brought to life by the launch of a digital storytelling platform, showcasing a wide range of Philips innovations that have a positive impact on people’s lives, such as MRI-guided High-Intensity Focused Ultrasound therapy to treat tumors while avoiding damage to healthy surrounding tissue.

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